Outgoing Sunrise producer Michael Pell hints that the beloved Cash Cow competition will return:


Outgoing Sunrise executive producer Michael Pell hints the beloved Cash Cow competition will return: ‘She’ll always be part of the show’

Producers at Channel Seven’s Sunrise are working on a way to bring back the Cash Cow to the high-rating breakfast show.

The popular competition, where viewers used a text to enter a code word in order to win at least $10,000, was axed at the end of 2021, after changes were made to SMS Premium services.

Now, outgoing Sunrise executive producer Michael Pell has confirmed to TV Tonight that getting the beloved mascot and network money-spinner back on air is a priority for the show’s new producers.

Planning a comeback: Producers at Channel Seven’s Sunrise are working on a way to bring back the Cash Cow to the high-rating breakfast show.

‘Cash Cow will always be part of the show. It’s one of the things people ask me about,’ Pell said.

‘But it’s just whether or not she gives money, how much money and how you enter that is probably under consideration and discussion now.’

Pell, who stepped down recently from Sunrise to take up a new position with the network in LA, said that producers are researching alternatives to SMS in order to find new ways for viewers to enter competitions.

The Sunrise Cash Cow once provided Seven with a steady revenue stream as each SMS entry cost 55¢. That fee was split between the network and service provider.

Money spinner: The Sunrise Cash Cow once provided Seven with a steady revenue stream as each SMS entry cost 55¢. That fee was split between the network and service provider. Pictured (left to right): the Cash Cow, Edwina Bartholomew, Natalie Barr, David Koch and Mark Beretta

Money spinner: The Sunrise Cash Cow once provided Seven with a steady revenue stream as each SMS entry cost 55¢. That fee was split between the network and service provider. Pictured (left to right): the Cash Cow, Edwina Bartholomew, Natalie Barr, David Koch and Mark Beretta 

Telecommunications provider Telstra announced at the end of last year that it would no longer allow SMS messages to be sent to premium numbers like those used by television competitions.

Telstra’s decision left commercial free-to-air networks like Seven and Nine unable to earn money from viewers texting in for competitions, voting or giveaways.    

‘From 15 December 2021, Telstra will no longer allow SMS to premium numbers (e.g. 19xx numbers). This is also known as Premium SMS,’ Telstra announced on their website late last year.

The telecommunication company cited the Sunrise Cash Cow giveaway as an example of one premium number that will no longer be accessible.    

In January, after the Cash Cow was suspended, Seven said it wanted to implement a cheaper and easier entry system for viewers for the next Sunrise competition.  

Priority: Outgoing Sunrise executive producer Michael Pell has confirmed that getting the beloved mascot and network money-spinner back on air is a priority for the show's new producers.

Priority: Outgoing Sunrise executive producer Michael Pell has confirmed that getting the beloved mascot and network money-spinner back on air is a priority for the show’s new producers.

Big blow: Telecommunications provider Telstra announced at the end of last year that it would no longer allow SMS messages to be sent to premium numbers like those used by television competitions. Telstra's decision left commercial free-to-air networks like Seven and Nine unable to earn money from viewers texting in for competitions, voting or giveaways

Big blow: Telecommunications provider Telstra announced at the end of last year that it would no longer allow SMS messages to be sent to premium numbers like those used by television competitions. Telstra’s decision left commercial free-to-air networks like Seven and Nine unable to earn money from viewers texting in for competitions, voting or giveaways

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